Download - Akamai Media Analytics: Driving Engagement

Akamai Media Analytics: Driving EngagementGirish Bettadpur, Sr Product Manager

Emily Glass, Sr Product Marketing Manager

Akamai Confidential ©2011 AkamaiWe make the Internet work for you

2011: The Hyperconnected World

86% of US Internet audience watched online video1

1ComScore August 2011 data, 2Nielsen , 3Akamai

?

40% adult Americans own smartphones, 5% tablets2

Royal Wedding: 1.73M simultaneous streams3


What is Engagement?

: Emotional involvement or commitment: To occupy the attention or efforts of


How does the Industry Measure Video Engagement?

142.6M

Unique Viewers

178M June 2011

Nielsen ComScore

Total Streams

14.5BStreams

6.2BSessions

Hours per Viewer

4.5

16.8


How Do You Measure Engagement?

http://xkcd.com/523/

Data is powerful - Context is critical


Drivers of Engagement

2009 2010 2011 2012 2013 2014 -

1,000,000,000 2,000,000,000 3,000,000,000 4,000,000,000 5,000,000,000 6,000,000,000 7,000,000,000

Smartphones

Tablets/Netbooks

Connected TVs

PC

Bits per month % of premium content to CE Devices

World Population

6,928,198,253 (est.)


Drivers of Engagement You Can Control

CONTENT PACKAGING QUALITY


Akamai Media Analytics

Audience Analytics• Content usage, viewership, and

quality reports and dashboardsQuality of Service Monitor• Real-time visibility into

performanceCross-platform support

Live, VOD, and 24x7 streams

<video>

Engagement Case Study


Engagement Case Study

Using Media Analytics:• We looked at range of Media publisher data on our network• Analyzed over 30M viewers, 75M plays, 100 titles• Sliced by content, packaging and quality• Focused on video on-demand content• Supplemented with IDC data from live events study for quality


Does New Content drive viewer engagement?

Before After0

5

10

15

20

25

2.60

2.80

3.00

3.20

3.40

3.60

Total Viewers Total VisitsTotal Plays Play Duration

Mill

ions

Mill

ion

Hou

rs

VisitsViewers49% 56%

40% Plays 19% Play Duration


Advertising Placement & Abandonment

Where do ads typically appear?

Pre-Roll Content Mid-Roll Content Post-Roll

Pre-Rolls drove 80% of ad abandons

25% 74% 1%Ad Starts:


Advertising Abandonment by Content Length

Pre Roll Mid Roll Post Roll0%

20%

40%

60%

80%

100%

60%

12%3%

82%

37%

6%

% Ad Abandonment

Full Episodes Clips


Quality Drives Engagement

Sports Event C

Sports Event B

Sports Event A

Soccer C

Soccer B

Soccer A

-0.4 -0.3 -0.2 -0.1 0 0.1 0.2 0.3 0.4(Correlation Coefficient)

Correlation Between Session Time and Playback Bit Rates for Cases Up to the Optimal Bit Rate Threshold for Each Event

Source: Akamai Data

++500 kbps=

10% longer engagement


Summary

• View into Content, Packaging & Quality

• Gain Insights into Audience behavior

• Drive Decisions

Product Demo

Product Roadmap


Q2 12 Q3 12Q4 11 Q1 12

Media Analytics — Roadmap Summary

Q4 12

V4.2

• Focus on LIVE events

• Ease of use

• Diagnostic Tools• Support for new

business models

V4.3

Continuous innovation: connected device support

• Self-healing abilities• Viewer-level insights

V4.4

Thank You


Insight: Content Popularity varies by Geo, and genre

North East South Mid West West 2.00 2.10 2.20 2.30 2.40 2.50

All Geos

Plays/Viewer

- 2,000,000 4,000,000

- 200,000 400,000 600,000

Plays Play Duration

Play

s

Hou

rs

20%

15%49

%

17%

DaytimeMWNESW

21%

18%

35%

26%

ComedyMWNESW

19%

17%40

%

25%

DramaMWNESW


Insight: Ad Targeting Works

(350) (250) (150) (50) 50 150 250 350 450 550 0%

5%

10%

15%

20%

25%

30%

35%

MID WESTSOUTH

WEST

CONSUMER PACKAGED GOODS AD

(100) - 100 200 300 0%

10%

20%

30%

40%

50%

60%

MID WEST

NORTH EAST

SOUTHWEST

ENERGY AD

3X Ad was targeted at Mid West Audience 3X the average 2.5X Ad was targeted at West Region

Audience 2.5X the average

1.5X South Region Abandoned at 1.5X the West Region Audience- South and Mid West had the same

Abandonment Rate


Insight: Loyal Viewers wait twice as long for video to start

0-1s 1-2s 2-3s 3-5s 5-10s 10+s0%

20%40%60%80%

100%120%

Abandonment by CategoriesBottom 3 Categories (by plays) Top 3 Categories (by plays)

Startup Time0-1s 1-2s 2-3s 3-5s 5-10s 10+s

0%20%40%60%80%

100%120%

For Top Title in Top 3 CategoriesComedy Top Drama Top Daytime Top

Startup Time

8X Difference in Startup Abandonment as Startup Time goes up from 2s to 3s

97% Abandonment Rate when Startup Time goes beyond 10s

3s Time that “loyal” viewers are willing to wait for video to start


Insight: Buffering Sensitivity is not constant% of Total Plays

RebufferingLESS MOREAVERAGE

40 60 80 100 120 140 160 180 2000%

10%

20%

30%

40%

50%

DRAMA

COMEDY

DAYTIME TALK SHOWS NEWS

PROGRAMSSPORTS

100 Indicates average rebuffering for top 3 categories (1.6s per minute of play time)


Insight: Abandonment rates vary by Ad Type

0%

5%

10%

15%

20%

25%

Abandonment Rate - Overall

0%5%

10%15%20%25%30%35%

Abandonment Rate – Pre, Mid, Post Rolls

Abandon Rt (Pre Rolls) Abandon Rt (Mid Rolls) Abandon Rt (Post Rolls)

- 50

100 150 200 250 300

Number of Ads Delivered

Pre Roll Mid Roll Post Roll

16% Ad Abandonment Rate for Top 2 Ad Types

5% Ad Abandonment Rate for remaining Ad Types

2X Pre Roll percent higher than average for Top 2 Ad Types


Insight: Buffering Sensitivity is not constant

0 20 40 60 80 100 120 140 160 180 2000

2

4

6 Play Duration

LESS MOREAVERAGE

Rebuffering

DAYTIME

DRAMACOMEDY

50% Comedy and Drama viewers are 50% more sensitive to rebuffering than Daytime show viewers


But Performance Has Never Been More Important…

Rebuffering is the number 1 cause of decreased viewing times…

(Correlation Coefficient)

Correlation Between Session Time and Rebuffering Events per Hour

Source: Akamai Data, 2010


Insight: Ad Density Tolerance Levels should be monitored

Mid Roll74%

Pre Roll25%

Post Roll1%

% of StartsMid Roll17%

Post Roll3%

Pre Roll80%

% of Abandons

25% Portion of Ad Starts that were Pre Rolls

80%

Pre-rolls are driving 80% of the ad abandons

Pre Roll Mid Roll Post Roll0%

10%20%30%40%50%60%70%80%90%

% of Abandons

Full Episodes Clips


Roadmap Summary

Support for subscription and hybrid ad+subscription modelsSupport for automated insights and recommendations so you can drill down from insights to dataDiagnostic features that will not only help find problems but isolate them quickly with easy to use decision tree like constructsSupport for data collection across all devices??adverts

Download - Akamai Media Analytics: Driving Engagement

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